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CASE HISTORIES

ASSET: Advanced structural system for tomorrow's infrastructure (materials)

Illustration: Bridge opening press event

The main objective of ASSET was to develop a strong and lightweight independent decking or flooring system made of advanced composite profiles used as structural components, for bridges and other building structures. The project established a comprehensive website which provided a wide range of downloadable literature and other information and pictures. It also resulted in very substantial deliverable in the form of a prototype road bridge near Oxford in the UK – the first such in Europe. The official opening was an obvious focus for a media event that, with a little imagination, attracted much TV, radio and press attention – including some overseas journalists.

Key communications lessons:

  • Visual gimmicks – such as a tank opening the bridge – attract good media attention
  • Good branding helps – ASSET has now become the name of the system
  • Make maximum use of partners’ facilities
  • Use professional help when necessary – such as a PR ‘machine’ for a media event
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